Influencer marketing is a trend that businesses would do well to capitalize on. In fact, when it comes to marketing strategies, involvement with established influencers is set to outstrip any other method in the near future — both regarding the creation of high-quality content and boosting your business’s SEO position. Of course, before you can harness the power of IM for your company, you need to have a firm grasp on the basics. A subject you can read all about below.
Why is influencer marketing so important?
The basic idea behind influencer marketing is that you get someone with an already established audience to work with you and your brand. Then you can extend your content’s reach by getting it in front of a whole load of people that match the demographic you are looking to appeal to. In simple terms, an influencer will bring your business to your target audience’s attention.
However, the process is a little more complicated and nuanced than that. The reason being that influencer marketing also presents the perfect opportunity to create quality backlinks to your site. That is those reputable and authoritative links that will be easily picked up by search engines. Something that means you won’t just achieve the advantage of being placed in front of lots more people but can work your way up the SERPs to pole position as well.
Of course, for this to be of any use to your company, you are going to need to know how to best leverage any influencer marketing you use. An issue addressed in the following steps.
Read our post, What is Influencer Marketing: Why is it useful for your SEO?
Step 1: Identifying the influencers you need
Before you can make this kind of marketing work for your company, you need to be able to identify and find the right type of influencers. One thing to look out for is authoritative micro-influencers rather than the folks that already have a massive, established following. The reason for this being that as such influencers work hard to build their platform and reputation, collaborating with them will build yours along with it.
There is some debate in the field, however, as to whether bloggers should be the first port of call for business looking for IM or not. One of the reasons for this being that working with bloggers is the only way to get genuine recognized backlinks to boost your site’s SEO.
However, what many people forget here is that SEO algorithms also factor in social interactions and shares as well. Something that means not just bloggers, but vloggers, and other social media influences can be a valued addition to your SEO strategy as well. Although, this latter approach does come with the proviso that with social media and video content backlinks are embedded in the content itself to maximize its effectiveness.
Once you have established the type of influencers that will work best for your brand, it’s time for the second part of stage one. That is to pull out your magnifying glass, put on your deerstalker and begin tracking down specific people. Don’t panic, though because this isn’t half as hard as it sounds. In fact, there are several different ways you can find influencers to collaborate with your brand.
The first, and possibly the most simple is to Google it! Yep, that right a quick search combining the terms influencers, and the niche you are working in can turn up some surprisingly effective leads. Of course, you can get a little more specialized if you like and use hashtags across blogs and social media platforms to root out anyone particularly suitable for collaboration tasks.
Finally, if you want to get super technical about it, you can use influencer search services like the marketing industry’s favorite Buzzsumo. In fact, such sites can be used not only to identify the best influencers but really dig down into the niches that will strongly suit your business as well.
Step 2: Building network links
After you have identified the influencers that are the best fit for your business, you’ll need to reach out to them. In fact, the softly-softly approach is wisest here. After all, if you go in all guns blazing having never had any previous contact, it’s unlikely you will make the best first impression.
In fact, you can treat this step as an opportunity to woo particular influencers. That is you first reach out by interacting with their content and then send a DM or two. Of course, the whole object of the exercise is to build a real professional relationship. Therefore going in with an offer of help, and giving before you expect to get anything back is the name of the game here. Something that may take the form of shouting them out on your business’s blog, or connecting them with others in the industry that can make things happen.
Step 3: Content creation
Once you have established a stable relationship with an influencer, you will be in a much better position to ask them for a collaboration. This being the very thing that is so valuable to your business.
Of course, such collaborations can take a range of forms such as a quote, an interview, or even video. However, one of the best things about working with an influencer is that they are the folks that are getting paid to write and create top-notch content day in and day out. Something that means you can be sure of the quality of the content that is produced, as well as the positive effect it will have on your SEO.
Step 4: Share and share alike
Finally, it’s time to share and share-alike. Something that the influencer you collaborate with will do too, which is precisely what you want. After all, this will make sure that all those people in their audience will be exposed to your brand via high-quality content. Thus increasing the chance that they will come to check you out, as well as improving your chances of climbing up the ranks in the search engines too.